Midway through the grilling season, the Cattlemen’s Beef Board’s aggressive 2003 Summer Grilling promotion continues to sizzle and entice consumers’ appetite for beef. Targeted national marketing initiatives, strong state beef council involvement, and more than $4 million in support from key partners such as A.1. Marinades and Steak Sauce, E& J Gallo Wines and Kingsford Charcoal, have helped extend this year’s nationwide promotion.
Due to these integrated efforts, the Summer Grilling promotion has quickly become one of the industry’s most powerful ways to move beef at retail from May through Labor Day. The ability to capitalize on the opportunities available during the height of the grilling season has helped the beef industry secure interest from such partners, ultimately creating a greater potential for success.
Funded by America’s Beef Producers through their $1-per-head checkoff program and managed for the Cattlemen’s Beef Board and state beef councils by the National Cattlemen’s Beef Association (NCBA), the 2003 Summer Grilling campaign is an integrated retail marketing effort designed to sell more beef during the summer months.
The promotion utilizes the beef industry’s tagline, “Beef. It’s What’s for Dinner,” which is part of the ad campaign recognized by 87 percent of consumers.
“We have created an effective campaign that focuses on all beef cuts, with the goal of increasing the sales and demand for beef during the summer. With the continued support from the state beef councils and key retailers, we believe the Summer Grilling campaign will substantially improve these numbers,” said Randy Irion, director of retail marketing services for the NCBA. “Since more beef is sold during the summer months, we wanted to reach out to our consumers and build upon the excitement of grilling by encouraging the purchase of America’s favorite protein.”
The 2003 promotion, running from May through Labor Day, has included participation from more than 15 key retailers, including Albertson’s, Safeway and Kroger. To date, extensive radio advertising and traffic spots, including retailer tags encouraging consumers to purchase beef, have aired in more than thirty top markets. In addition to advertising efforts, more than 160 special added value promotional opportunities will be taking place across the country in top markets such as Chicago, Los Angeles, Philadelphia and Dallas/Fort Worth.
As part of the added value promotions, top-rated radio stations have been broadcasting live from retail locations around the country, driving listeners to their local retailer to experience the grilled taste of beef and to purchase their favorite cuts, including those from the chuck and round.
The 2003 Summer Grilling program also incorporates support from A.1. Steak Sauce and Marinades, Kingsford Charcoal and Redwood Creek from E&J Gallo Winery. Key aspects of their involvement includes the distribution of three free standing inserts (FSI) via the country’s top Sunday newspapers, coupon machines in more than 17,000 retailers nationwide, and numerous on-pack and in-store coupon offers reaching millions of consumers.
The promotion has received significant participation from the state beef councils, via state-run promotions based on the national campaign. In an effort to drive state interest and support, states were provided tool kits designed to guide them in developing their own promotions.
“It’s mid-summer and our promotion efforts are running at full-speed with strong consumer support,” said Irion. “We feel this campaign is on target to increase sales of all fresh beef, with yet another successful summer for retailers and the beef industry,” said Irion.
For more information about the 2003 Summer Grilling Promotion, contact Randy Irion at 312/670-9403 or visit the official Website at www.BeefItsWhatsForDinner.com.